A Typology of Charity Support Behaviors:

Towards a Holistic View of Helping*

JOHN PELOZA,

DEREK N. HASSAY

Charities and researchers have begun to adopt a much broader view of support; one that includes cause-related marketing (CRM), charity events and charity gaming in addition to the traditional forms of charitable support behavior (CSB) such as donations and volunteerism. The current article builds upon this expanding view of charity support by introducing a typology of CSB that encompasses this breadth of CSB. In doing so, the article provides direction for charities seeking to create additional opportunities for support among active supporters, and to gain new support from forms of charitable support not typically associated with traditional philanthropy.

* Forthcoming in the Journal of Nonprofit & Public Sector Marketing.